中超俱乐部社会责任对赛场观众公民行为的影响研究--兼论市场战略导向的调节效应  

Research on the Influence of Clubs of Chinese Premier Football League Social Responsibility on Spectators’Citizenship Behavior-On the Adjustment Effect of Market Strategic Orientation

作　　者：朱洪军 梁婷婷 ZHU HongJun;LIANG Tingting(South China Normal University,Guangzhou 510006,China;University of Georgia,Athens 30602,Greece)

机构地区：[1]华南师范大学,广东广州510006 [2]美国佐治亚大学,雅典30602

出　　处：《中国体育科技》2021年第9期105-112,F0003,共9页China Sport Science and Technology

基　　金：国家社会科学基金项目(15BTY012)。

摘　　要：在中超联赛竞争日趋激烈的情况下,中超俱乐部经营健康与否,直接关系到整个赛场和谐度与市场的容忍度。通过理论分析,建构中国语境下中超俱乐部特色社会责任与赛场观众公民行为的概念模型,建立调节变量市场导向战略、中介变量观众感恩对中超俱乐部社会责任与赛场观众公民行为关系间的理论模型。通过实证分析发现,中超俱乐部社会责任能通过感恩机制与观众建构起更高级的伙伴关系;顾客导向对中超俱乐部社会责任具有正向调节效应,竞争导向战略具有负向调节效应。研究结果表明,中超俱乐部在激烈的竞争中应采用复合型发展战略,将履行社会责任作为一种战略整合工具,而非简单形象工具,从而有利于实现竞赛成绩、赛场和谐与经济效益的多赢局面。Under the situation of increasingly fierce competition in the Chinese Football Asso‐ciation Super League,the health of Clubs of Chinese Premier Football League management environment is directly related to the harmony of the whole field and the tolerance of the mar‐ket.Through theoretical analysis,this paper constructs a conceptual model of Clubs of Chi‐nese Premier Football League’s characteristic social responsibility and spectators’civic be‐havior in Chinese context,the conceptual model between the Clubs of Chinese Premier Foot‐ball League’s characteristic social responsibility and the spectators’civic behavior was estab‐lished with the moderator variables of market-oriented strategy and the moderator variables of audience’s gratitude.Through empirical analysis,it is found that Clubs of Chinese Premier Football League’s social responsibility can build a more advanced partnership with the audi‐ence through the gratitude mechanism;customer orientation has positive adjustment effect on Clubs of Chinese Premier Football League social responsibility,while competition orientation strategy has negative adjustment effect.The results show that Clubs of Chinese Premier Foot‐ball League should adopt compound development strategy in the fierce competition,and take social responsibility as a strategic integration tool rather than a simple image tool,which is conducive to the realization of competition results,arena harmony and economic benefits of the multi-win situation.

关 键 词：社会责任 观众感恩 公民行为 市场导向 

分 类 号：G80-05[文化科学—运动人体科学]